New Dating App Campaign Thinks You Should Expect Some Respect

It’s not you, millennials. It’s your dating app.

So says this campaign for Vibes, a new app that finally gives you what you deserve: respect.

We’re posting on it because we get lots and lots of campaigns and this one stood out for some reason. Maybe it was the “under the hood” mechanics theme. Maybe it was the extended script. Maybe it was the image of an eggplant emoji (?) coming through the smartphone screen.

OK but seriously, you would like to work on a dating app campaign, right? It’s a relevant product.

This line from the release stands out: “Today, 30% of romantic relationships begin online, up from just 3% ten years ago–and by 2040, that number is expected to reach 70%.”

A majority of women also report getting harassed while using these things, which shouldn’t surprise you at all.

“Texting is a bad way to get to know someone,” said Vibes CEO Jenais Zarlin, who is also, coincidentally, the co-creative director on this campaign. “Attraction is nuanced. It’s expression, body language, signals you get from in-person interactions that just don’t come through from photos, written bios, and texts.”

Back to the work, though:

Colorful and refreshing, the video features a mechanic motif that uses witty banter to identify disdainful dating app behaviors including dishonesty and unsolicited photos.